营销与消费的历史方法:贡献与研究项目

IF 0.8 Q4 BUSINESS

Recherche et Applications en Marketing-English Edition Pub Date : 2022-04-26 DOI:10.1177/20515707221077517

Hélène Gorge, Anthony Galluzzo

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引用次数: 1

摘要

历史方法在我们的学科中很少使用，而它为市场营销和消费者研究提供了许多优势。特别是，历史方法提供了以下贡献:(1)掌握消费现象的密度和不连续性，这对于动员某些理论观点是必要的;(2)挑战新的理论建议和制定的年表;(3)通过市场营销和消费问题和战略的历史化来提供管理思想。基于这些反思和对我们学科工作的回顾，我们提出了值得通过历史方法发展和丰富的研究计划。

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The historical approach to marketing and consumption: Contributions and research programmes

The historical approach is too rarely used in our discipline, while it offers many advantages for marketing and consumer research. In particular, the historical approach offers the following contributions: (1) to grasp the density and discontinuities of consumption phenomena, which is necessary for the mobilisation of certain theoretical perspectives; (2) to challenge new theoretical proposals and instituted chronologies and (3) to feed managerial thought through the historicising of marketing and consumption issues and strategies. Based on these reflections and a review of the work in our discipline, we propose research programmes that deserve to be developed and enriched by the historical approach.

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来源期刊

Recherche et Applications en Marketing-English Edition BUSINESS-

CiteScore

0.50

自引率

12.50%

发文量

期刊介绍： Recherche et Applications en Marketing (English edition) is a peer reviewed academic international journal publishing original research in the field of marketing in French and translated into English. It is a main reference for the development and dissemination of new concepts and new methods in marketing. The journal publishes articles covering any aspect of marketing, including consumer behaviour, communication, retailing, CRM, new product development and more. The journal publishes research articles, research notes, critical state of the art papers, and also articles offering perspectives from other disciplines which might be applied to marketing. Recherche et Applications en Marketing is an official journal of the AFM (French Marketing Association - Association Française du marketing). It is the leading French research journal in the field of marketing which has been published since 1986, and in both English and French since 2007.